Shopper Marketing Manager, On Trade, CCV

Job Description :

About us

With over 200 brands sold in nearly 180 countries, we’re the world’s leading premium drinks company. Bring your passion and use your curiosity as you explore, collaborate, and innovate to build brands consumers love. Together with passionate people from all over the world, you’ll test new ideas, learn and grow, and unlock a brighter, more exciting future.

Join us to create a career worth celebrating.

Purpose of the Role

Translate brand and portfolio strategies into outstanding shopper activation plans that influence purchase decisions and drive conversion across Caribbean, Central America and Venezuela.

The role is responsible for understanding shopper behavior, co defining shopper strategies for the Ontrade channel, developing activation toolkits and crafting compelling shopper experiences that improve brand visibility, conversion and return on A&P investment across all points of purchase.

Working closely with Brand Teams, Portfolio Activation, Consumer & Shopper Insights, Commercial, Channel Development, Media, Finance and distributor partners, the Shopper Marketing Manager ensures that every brand activation is rooted in shopper insight, adapted to channel realities and driven with excellence to deliver profitable growth.

Market Context

CCV is a highly diverse region comprising 38 markets operating primarily through distributor partners, where shopper behavior, retail environments and route-to-market models vary significantly across countries and channels.

While Brand Marketing defines how brands should connect with consumers, winning at the point of purchase requires a dedicated shopper lens that understands how, when, where and why consumers make purchase decisions.

Historically, Shopper Marketing responsibilities have been absorbed by Channel Development, crafting strong commercial execution but limited shopper-centric capability. This has reduced the organization's ability to consistently translate brand strategies into impactful shopper experiences, shopper-led activation mechanics and conversion-focused execution across channels.

The Shopper Marketing Manager fills this capability gap by becoming the authority on shopper behavior and activation, ensuring brand strategies are effectively translated into shopper experiences that improve visibility, engagement, conversion and commercial performance across CCV.

Key Outputs / Deliverables

• Annual Shopper Marketing Strategy for the Ontrade in CCV.

• Shopper Activation Calendar for Ontrade in key Markets (DR & Vzla).

• Shopper Insight Framework and Learning Agenda.

• Shopper Toolkits and Picture of Success (PICOS).

• Agency briefs and activation standards.

• POS activation mechanics and shopper communication guidelines.

• Shopper activation investment plan.

• Shopper activation efficiency dashboards and ROI reporting.

• Continuous optimization recommendations based on shopper insights and activation performance.

Experience and Required Qualifications

• Bachelor's degree or equivalent experience in Marketing, Business Administration or related rigor.

• Minimum 5 years' experience in Shopper Marketing.

• Experience in Ontrade Channel a plus.

• Fluent in English and Spanish (written and spoken).

• Strong understanding of shopper behavior, path-to-purchase and channel dynamics.

• Experience developing shopper activation strategies, POS programs and activation toolkits.

• Strong agency management and project management experience.

• Experience interpreting shopper, consumer and commercial insights to drive activation decisions.

• Strong analytical and financial competence with experience measuring marketing efficiency and value.

• Excellent communication, presentation and influencing skills.

• Strong cross-functional collaboration and collaborator management capabilities.

• Ability to balance critical thinking with detailedexecution.

• Willingness to travel across the CCV region.

Flexibility is key to our success. Talk to us about what flexibility means to you so that you’re supported to manage your wellbeing and balance your priorities from day one.

Our purpose is to celebrate life, every day, everywhere. And creating an inclusive culture, where everyone feels valued and that they can belong, is a crucial part of this.

We embrace diversity in the broadest possible sense. This means that you’ll be welcomed and celebrated for who you are just by being you. You’ll be part of and help build and champion an inclusive culture that celebrates people of different gender, ethnicity, ability, age, sexual orientation, social class, educational backgrounds, experiences, mindsets, and more.

Our ambition is to create the best performing, most trusted and respected consumer products companies in the world. Join us and help transform our business as we take our brands to new heights and build new ones as part of shaping the next generation of celebrations for consumers around the world.

Feel inspired? Then this may be the opportunity for you.

If you require a reasonable adjustment, please ensure that you capture this information when you submit your application.

Recruitment Scam Warning 

Protecting candidates is very important to us. All communications regarding your application will come from an email address ending in @diageo.com. In our recruitment process, we'll never ask for money. 

Worker Type :

Regular

Primary Location:

Caracas

Additional Locations :

Job Posting Start Date :

2026-08-18